| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 13.63 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Atualmente, uma imagem forte e uma sólida reputação representam um fator de sucesso para uma organização. Todavia, a imagem que é projetada está dependente da perceção da realidade dos recetores das mensagens, os seus públicos.
Perante uma crise, a comunicação estratégica que uma organização utiliza para transformar os seus objetivos em mensagens segmentadas de acordo com os destinatários é essencial para ultrapassá-la. As ações que esta desenvolve, tudo o que realiza e demonstra garante não só a sua solidez mas também a sua credibilidade.
Desta forma, através da análise à estratégia comunicacional da Direção-Geral de Saúde (DGS), durante uma crise mundial sem precedentes, a pandemia por SARS-Cov-2, procuramos abordar a importância da comunicação para o funcionamento, imagem e reputação de uma organização pública e o seu peso dentro da mesma, dando um especial relevo à variável da comunicação de crise nas redes sociais Facebook e Instagram, como parte integrante da comunicação estratégica de uma organização.
O trabalho é alicerçado numa metodologia de investigação mista, consubstanciando-se a componente prática num estudo de caso que procura atingir resultados mais sólidos e refinar as próprias conclusões, através de dados qualitativos numa escala quantitativa.
A estrutura do Projeto denuncia a clara intenção de partir do geral para o particular; antes de alcançarmos o objeto principal deste trabalho, procedemos à sistematização dos principais conceitos respeitantes ao novo paradigma da comunicação digital. Enquadram-se os novos meios de comunicação, numa sociedade de informação em que o aparecimento de distintas formas de comunicar leva as organizações a lidar, diariamente, com a crítica e o elogio, o que se repercute automaticamente na sua imagem e reputação. Posteriormente, são abordadas diferentes teorias basilares para o entendimento das Relações Públicas, enquanto técnica de comunicação. No seguimento do tema, são descritas as várias ferramentas tradicionais utilizadas para a criação e manutenção de uma imagem positiva de uma organização, e elencados os novos instrumentos que exploram as vantagens proporcionadas pelas novas tecnologias. É destacado o papel das Relações Públicas em contexto organizacional, enquanto agente dinamizador da comunicação e força de
equilíbrio de modo a fomentar relações estáveis entre as organizações e os seuspúblicos. Seguimos com a apresentação do tema específico deste projeto - a comunicação de crise –, dando especial enfoque às boas práticas de comunicação em situações de catástrofe natural em ambiente digital. Os dados recolhidos demonstram que o modelo de comunicação de crise implementado pela DGS, durante uma crise, evidencia a importância de centralizar a comunicação estratégica em três grandes pilares: a preparação/prevenção; a informação e a avaliação. O estudo revela também que o modelo comunicacional adotado pela DGS, no
período analisado, procurou divulgar uma mensagem informativa através de uma comunicação clara, formal e atempada, que contribuiu para o esclarecimento e interpretação de um conjunto de dados complexos junto dos cidadãos. No entanto, as estratégias de resposta à crise integradas no plano comunicacional adotado pela organização não foram suficientes para gerar uma perceção positiva nos utilizadores de cada rede social analisada.
Currently, a strong image and a solid reputation represent a success factor for an organization. Consequently, the image it projects depends on the perception of the reality of the message recipients, their audiences. Faced with a crisis, the strategic communication that an organization uses to transform its goals into segmented messages according to the recipients is essential to overcome it. The developed actions, everything which is performed and demonstrated, guarantees not only the organization’s solidity but also its credibility. Thus, through the analysis of the communication strategy of the Portuguese National Health Authority (DGS), during an unprecedented global crisis - the SARS-Cov-2 pandemic - we seek to address the importance of communication for the functioning, image and reputation of a public organization and its weight within it, giving special emphasis to the variable of crisis communication on the social networks Facebook and Instagram, as part of the global organization's strategic communication. The work is based on a mixed research methodology, reinforcing the practical component in a case study that seeks to achieve more solid results and improve its own conclusions, through qualitative data on a quantitative scale. The structure of the Project exposes the clear intention to go from the general to the particular; before reaching the main object of this work, we systematized the main concepts concerning the new paradigm of digital communication. The new media are part of an information society in which the emergence of different ways of communicating leads organizations to deal daily with criticism and praise, which automatically affects their image and reputation. Subsequently, different basic theories are discussed, in order to understand Public Relations as a communication technique. Following the theme, the various traditional tools used to create and maintain a positive image of an organization are described, and new instruments that exploit the advantages provided by new technologies are listed. The role of Public Relations in an organizational context is highlighted, as a dynamic agent of communication and a force of balance in order to foster stable relationships between organizations and their audiences. We continue with the presentation of the specific theme of this project - crisis communication -, with a special focus on good communication practices in situations of natural disaster in a digital environment. The data collected show that the crisis communication model implemented by DGS, during a crisis, highlights the importance of centralizing strategic communication in three main pillars: preparation/prevention; information and assessment. The study also reveals that the communication model adopted by DGS, in the analyzed period, sought to disseminate an informative message through clear, formal and timely communication, which contributed to the clarification and interpretation of a set of complex data by the citizens. However, the crisis response strategies integrated in the communication plan adopted by the organization were not enough to generate a positive perception in the users of each analyzed social media network.
Currently, a strong image and a solid reputation represent a success factor for an organization. Consequently, the image it projects depends on the perception of the reality of the message recipients, their audiences. Faced with a crisis, the strategic communication that an organization uses to transform its goals into segmented messages according to the recipients is essential to overcome it. The developed actions, everything which is performed and demonstrated, guarantees not only the organization’s solidity but also its credibility. Thus, through the analysis of the communication strategy of the Portuguese National Health Authority (DGS), during an unprecedented global crisis - the SARS-Cov-2 pandemic - we seek to address the importance of communication for the functioning, image and reputation of a public organization and its weight within it, giving special emphasis to the variable of crisis communication on the social networks Facebook and Instagram, as part of the global organization's strategic communication. The work is based on a mixed research methodology, reinforcing the practical component in a case study that seeks to achieve more solid results and improve its own conclusions, through qualitative data on a quantitative scale. The structure of the Project exposes the clear intention to go from the general to the particular; before reaching the main object of this work, we systematized the main concepts concerning the new paradigm of digital communication. The new media are part of an information society in which the emergence of different ways of communicating leads organizations to deal daily with criticism and praise, which automatically affects their image and reputation. Subsequently, different basic theories are discussed, in order to understand Public Relations as a communication technique. Following the theme, the various traditional tools used to create and maintain a positive image of an organization are described, and new instruments that exploit the advantages provided by new technologies are listed. The role of Public Relations in an organizational context is highlighted, as a dynamic agent of communication and a force of balance in order to foster stable relationships between organizations and their audiences. We continue with the presentation of the specific theme of this project - crisis communication -, with a special focus on good communication practices in situations of natural disaster in a digital environment. The data collected show that the crisis communication model implemented by DGS, during a crisis, highlights the importance of centralizing strategic communication in three main pillars: preparation/prevention; information and assessment. The study also reveals that the communication model adopted by DGS, in the analyzed period, sought to disseminate an informative message through clear, formal and timely communication, which contributed to the clarification and interpretation of a set of complex data by the citizens. However, the crisis response strategies integrated in the communication plan adopted by the organization were not enough to generate a positive perception in the users of each analyzed social media network.
Description
Keywords
Comunicação crise reputação e imagem COVID-19 Direção Geral de Saúde Communication crisis reputation and image COVID-19 Direção Geral de Saúde